Last winter, the Raconteurs rocker announced the formation of a new label: Readymade Records, launched in partnership with Emily White of Whitesmith Entertainment. And a few months ago, Readymade released its first two records — one by Benson, titled What Kind of World, and one by Young Hines, dubbed Give Me My Change.

Now Benson returns with the moody and macabre music video for his song “Pretty Baby” — a dark vision of guns, hounds and fatal head wounds:

Directed by none other than Benson’s colleague Young Hines (you can give that Readymade newcomer a listen below), the “Pretty Baby” video is a bit bloodier — and scorched — than I might have expected, given the low-key rumble of the song. What did you think?

Steven James Snyder is a Senior Editor at TIME. Find him on Twitter at @thesnydes. You can also continue the discussion on TIME’s Facebook page, on Twitter at@TIMEand on TIME’s Tumblr.